Press Releases

SEND YOUR HAIR ON A HOLIDAY VACATION!

Profound Beauty lets you transport your hair to exotic locales without leaving home

New York, NY (October 5, 2009) - Just in time for the holiday season, Profound Beauty introduces three new Holiday Style Kits to help create the perfect holiday 'do! With each representing a different climate from Profound Beauty's ATMOSPHERE collection, you can take your hair on a holiday vacation to an arctic, tropical or desert locale from the comfort of your own home.

Profound Beauty's exclusive Holiday Style Kits offer the perfect assortment of products to create any style:
- Linear (Arctic Straight Kit)
- Volume (Desert Volume Kit)
- Curl (Tropical Curl Kit)

Each kit begins by eliminating frizz and flyaways with a HUSH frizz-fighting product, included free in each kit as Profound Beauty's gift to you. Then STYLIST allows you to create your ideal look, with products for straight, voluminous or curly styles. Finally, ATMOSPHERE helps transport your hair to its ideal climate. Take hair to the chilly, low humidity climate of the Arctic for a sleek, smooth look with high shine, the dry, low humidity climate of the desert for a piece-y, windblown texture, or the hot, moist climate of the tropics for body and shine, minus the frizz.

Arctic Straight Kit: SRP $49
HUSH Time-Out Treatment
STYLIST Linear Serum
ATMOSPHERE Arctic Chill

Desert Volume Kit: SRP $49
HUSH Frizz Zero Mousse
STYLIST Volume Foam
ATMOSPHERE Desert Texture Spray

Tropical Curl Kit: SRP $49
HUSH Time-Out Treatment
STYLIST Curl Foam
ATMOSPHERE Tropical Mist

Availability: Profound Beauty is available exclusively at www.profoundbeauty.com. Profound Beauty Holiday Style Kits will be available beginning November 2009.

About Profound Beauty: Profound Beauty is committed to delivering state-of-the-art haircare products, utilizing the most innovative technologies available, and creating better results through personalized beauty. Everything we do personalizes the beauty experience and encourages individual style. Find your routine

PROFOUND BEAUTY INTRODUCES TWO NEW ADDITIONS TO ITS ATMOSPHERE COLLECTION

New York, NY (September, 2009) - We might not be able to control the climate, but with Profound Beauty's ATMOSPHERE collection, we can come pretty close. This "climate control" collection transports hair to its ideal climate, changing its Relative Humidity® - a revolutionary proprietary technology from Profound Beauty - to allow hair to behave like it's somewhere else. Regardless of hair type, the ATMOSPHERE collection allows us to defy our surroundings and recreate the positive effects that the low-humidity desert air, the hot and humid tropics, or the chilly and dry arctic have on our hair.

Desert: The dry, low humidity climate of the desert often gives the hair a piece-y, windblown texture. Recreate this look in any climate with Profound Beauty Desert styling products.

Tropical: Profound Beauty Tropical styling products make it easy to replicate the body and shine created by the hot, moist climate of the tropics, minus the frizz.

Arctic: Profound Beauty Arctic styling products deliver a sleek, smooth look with high shine, similar to the effect of a cold, dry climate.

ATMOSPHERE Desert Texture Spray (for all hair types): SRP $31
Transport hair to an arid climate with the new ATMOSPHERE Desert Texture Spray, which creates humidity-free texture and separation. This invisible, ultra-dry powder adds clean, humidity-free texture to any hair type, creating separation and dimension. Made with Oat Kernel extract and light-weight polymers, ATMOSPHERE Desert Texture Spray adds soft hold while soothing and protecting the scalp. ATMOSPHERE Desert Texture Spray also contains naturally derived starches to absorb excess oil from the roots, instantly refreshing your style.

Shake well before use. Spray on dry hair eight to 10 inches away from scalp for overall texture. To refresh your style, spray closer to the roots, separating the hair in sections. Use blow dryer and brush to restyle.

ATMOSPHERE Tropical Mist (for all hair types): SRP $31
For body and shine, travel to the tropics with the new ATMOSPHERE Tropical Mist. Perfect for use on all hair types, ATMOSPHERE Tropical Mist plumps the hair, adds shine and increases styling ability while leaving behind a soft film to help prevent frizz. The fine liquid spray adds pliability and a lush finish and instantly refreshes any style. The high concentration of Botanicals found in ATMOSPHERE Tropical Mist infuses the hair with all-day moisture, while Vitamins A and C help nourish and protect.

For Curly Styles: Spray on clean damp or dry hair. Use fingers and hands to scrunch to evenly distribute. For best results, use with any product from our Curl Stylist assortment. Air dry or blow dry as desired.

For Straight Styles: Spray on clean, damp hair. Comb through to distribute evenly. For best results, use with any product from our Stylist assortment. Air dry or blow dry as desired.

The ATMOSPHERE collection also includes:

ATMOSPHERE Arctic Chill: Recreates the effect of a cold climate on hair by compressing the hair fiber and reducing its volume to deliver a compact sleek and smooth look with icy high shine. The product leaves the can as a cold foam that transforms into a slick gel-like consistency. For medium to coarse hair. SRP: $27

ATMOSPHERE Desert Sand: Inspired by the dry, arid desert air, this dual-chambered gel and cream combine to create humidity-free texture and separation with intense dimension and fullness that has a semi-matte finish. For all hair types. SRP: $32

ATMOSPHERE Tropical Dew: A unique, water soluble, gel-like product that will never harden or appear stiff. The humectant properties activate and enhance pliable, dewy curls and help create sleek, straight styles without frizz. This rich formula infuses and holds moisture and leaves a wet, soft look as a finished style. For all hair types. SRP: $30

Availability: Profound Beauty ATMOSPHERE collection is available at www.profoundbeauty.com. ATMOSPHERE Desert Texture Spray and ATMOSPHERE Tropical Mist will be available beginning August 2009.

PROFOUND BEAUTY INTRODUCES TWO NEW ADDITIONS TO ITS HUSH COLLECTION

New York, NY (July, 2009) - As any girl knows, even the slightest amount of humidity can cause a perfectly-styled coif to go from impeccably polished to frightfully frizzy in mere minutes. To help combat the effects of humidity, heat styling and other frizz-inducing factors, Profound Beauty created its HUSH line of products, including the two newest additions, HUSH Time-Out Treatment and HUSH Frizz Zero Mousse. The secret is Profound Beauty's exclusive Amino-Fusion™ technology, which stops frizz before it forms by seeking out individual strands and correcting broken protein chains, not just coating them, resulting in frizz-free, smooth, well-behaved hair.

HUSH Time-Out Treatment: SRP $30
For hair that just won't behave, Profound Beauty created HUSH Time-Out Treatment. The leave-in treatment instantly detangles hair and smoothes open cuticles, leaving hair silky, shiny and frizz-free. HUSH Time-Out Treatment also boasts a time-released delivery system, which deposits micro-encapsulated ingredients over an extended period of time, continually penetrating the fiber and creating a long-lasting frizz-proof barrier. The cream-serum formula is lightweight and quickly absorbs with no greasy residue. Good for all hair types, HUSH Time-Out Treatment also protects hair color.

Color processing and other chemical treatments can permanently remove the hair's natural F-Layer, a barrier that lies on top of the cuticle. When the F-Layer is removed, the hair's hydrophobicity is compromised, which can result in hair that is more porous and therefore allows for the absorption of moisture from the air, creating frizz. HUSH Time-Out Treatment utilizes Profound Beauty's exclusive Hydrophobic Complex™, which mimics the F-Layer and restores the hydrophobic state of the hair, smoothing the fiber and allowing it to naturally repel environmental moisture that would otherwise result in frizz.

Apply a generous amount of product to the shaft and ends while hair is damp, avoiding roots. Do not rinse. Let dry naturally or blow dry.

HUSH Frizz Zero Mousse: SRP $30
HUSH Frizz Zero Mousse is a styling aid that helps prevent the formation of frizz with the help of a Nano-light™ base, which quickly penetrates strands to tame fly-aways and frizz before they happen. Delicate polymers protect the hair fiber, helping hair withstand the effects of humidity and heat styling while adding control and styling ability. The weightless, luxurious mousse also helps close damaged cuticles in order to achieve a smooth, shiny and sleek finish. HUSH Frizz Zero Mousse is ideal for use on all hair types.

Dispense a generous amount into the palm of your hand, emulsify and apply to hair from roots to ends. Comb through the hair to ensure even distribution. Follow with your personalized assortment of Profound Beauty products and style as desired.

The HUSH collection also includes:

HUSH Frizz Zero Spray: An anti-frizz spray that eases blow drying and protects hair from humidity and heat styling, leaving a smooth, sleek finish. For fine to medium hair. SRP: $30

HUSH Frizz Zero Cream: An anti-frizz cream that provides added softness for resistant coarse hair textures and effectively smoothes down and seals damaged cuticles while treating the condition of frizz on these coarse textures. Eases blow drying and leaves a smooth sleek finish. For medium to coarse hair. SRP: $30

Availability: Profound Beauty HUSH collection is available exclusively at www.profoundbeauty.com. HUSH Time-Out Treatment and HUSH Frizz Zero Mousse will be available beginning August 2009.

SHINE BRIGHTER, SHINE LIGHTER

Profound Beauty Defines Shine with Glossary Spray, Cream and Serum

New York, NY - It's no secret that all women crave shiny, glossy locks, but the heavy, greasy feel of most shine products have women choosing to live with their dull hair. Profound Beauty revolutionizes shine with the introduction of the Glossary collection, which features micro-prism technology to infuse hair with mirror-like shine sans greasiness. Formulated in an ultra-dry aerosol spray, cream or serum application, Profound Beauty's NEW! Glossary collection gives every type of hair the gleaming shine it craves without leaving hair looking weighed down, or interfering with your finished style.

The Glossary Collection Includes:

Glossary Shine Spray: SRP $40
This light-weight, ultra-dry aerosol spray imparts all hair types with incredible glossy shine. Multi-color micro-prisms enhance haircolor tonality, adding dimensional shine, while superflashing microsilicones reflect light and illuminate hair. This ultra dry mist helps control frizz and flyaways without weighing hair down or interfering with your finished style.

Glossary Shine Cream: SRP $30
This versatile cream can be used on damp hair to blow dry in shine or on dry hair to add that last, glossy touch. A combination of superflashing microsilicones illuminates hair with a sleek, lustrous shine by reflecting light and smoothing frizz. A blend of clean conditioning ingredients protects and hydrates hair for a healthy, radiant shine. Ideal for all hair types. Apply a small amount to damp hair and comb through to evenly distribute, style as desired. Or, apply to dry hair by emulsifying a small amount in the palm of your hands and working through dry, dull ends.

Glossary Shine Serum: SRP $30
For those in search of intense, brilliant shine, this highly concentrated, yet light-weight serum is all you need. A complex combination of light-weight silicones provides long-lasting, glossy shine, while simultaneously smoothing cuticles to reduce the appearance of dryness and frizz. This smooth, dry silicone serum glides through hair for dazzling luminosity.

Dispense a small amount into palms and distribute evenly through finished hair. Apply to dry hair prior to using a flat iron for a shiny, protected finish.

Profound Beauty Glossary is available exclusively at www.profoundbeauty.com.